Skip To Content
JEWISH. INDEPENDENT. NONPROFIT.

Support the Forward

Funded by readers like you DonateSubscribe
The Schmooze

Moses Brings Them Out to the Theaters

It doesn’t have the glamour of Cannes or the indie cred of Sundance, but it does boast Moses as its mascot.

In the lead-up to next month’s Toronto Jewish Film Festival, organizers have released a series of ads featuring the biblical forefather in a humorous mix of modern situations – a publicity effort that has won praise from the ad industry but a ban from the city’s Transit Commission.

The most risque element of the campaign – and the subject of the ban – is an image of Moses in a “Ten Commandments”-style robe, exiting a limo without underwear and unintentionally flashing the paparazzi, in the manner of Paris Hilton and Britney Spears circa 2007. Although Moses’ private parts are tastefully blurred, a Transit Commission rep told trade newspaper Ad Week that it was rejected for fear of “instances where people might not find it funny.” (“We can’t think of any, but I suppose it’s possible,” Ad Week countered.)

A pair of YouTube promos feature Moses working at a movie theater, in one case serving goat’s milk rather than soda at the concession stand. Working as a janitor in the second ad, the Israelite leader splits a puddle of spilled soda for an attractive woman, then brings it back together before her date can pass.

Engage

Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines. You must credit the Forward, retain our pixel and preserve our canonical link in Google search.  See our full guidelines for more information, and this guide for detail about canonical URLs.

To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.